The press can be a powerful tool for nonprofits. Whether you’re working with the local or national media, you’ll want to learn the best ways of cultivating relationships with reporters.
First off, understand that a general approach is not best. Instead, target the specific media that cover issues related to your organization. Start out by doing your research: Make a list of the newspapers, trade publications, and other print periodicals that may be relevant, as well as any online news and information sites.
Then drill down into a list of specific reporters who may be interested in covering your cause. Keep in mind that each reporter is responsible for his or her own beat, so querying someone who doesn’t write about the type of work you do may result in a less than enthusiastic response.
Develop a professional media kit for your organization. A print version of this is important, but even more vital (and more cost-effective) is a virtual press kit for your website. This helps you avoid mailing costs, while making it easier for members of the media to find the information they need – when they need it.
Distribute press releases when your organization has events or significant news to report. Check out Writing 911′s tips on how to write a great press release, and remember, keep it under two pages – reporters are busy people.
Finally, remember to thank a journalist who has provided coverage. A considerate handwritten note or polite email will keep your organization at the top of their list.
